In Southeast Asia's Digital Ad Market, Content Is King, but ROI Measures Are Lacking - eMarketer

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eMarketer Interview

In Southeast Asia's Digital Ad Market, Content Is King, but ROI Measures Are Lacking

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An interview with

Shuba Krishnan

Director, Business Development, Innity

Topics: Advertising

Interview summary

Ad technology firm Innity operates offices across nine countries in Southeast Asia and Greater China. Shuba Krishnan, Innity’s director of business development, spoke with eMarketer’s David Green about the region’s surging demand for content marketing, efforts to improve transparency and how performance failures have damaged confidence in open exchanges.

Interview

eMarketer: What trends do you see emerging in the evolution of the digital advertising ecosystem in Southeast Asia?

Shuba Krishnan: I see two big things happening. One is a surge in content marketing. A lot more advertisers are looking to do sponsored articles and videos produced by influencers, or they’re publishers with in-house teams making videos. A lot of the brands doing this are local, smaller brands operating in the FMCG [fast-moving consumer goods] or telco space.